Industry Updates

Cadbury Dairy Milk Lets Loose The Joy

22 May 2011

This winter, Cadbury Dairy Milk embarks on another story of joy as the
much-loved chocolate brand presents their latest blockbuster commercial from a
Glass and a Half Full Productions.

Following in the giant footsteps of the drum-playing Gorilla and the
high-flying Ostrich, the new installment -‘Balloons’ is the brand’s next
appointment of joy.

Created in conjunction with Ogilvy Johannesburg and directed by Eric Van Wyk of
Bouffant, the commercial captures a shared moment of joy when a single purple
balloon disrupts the focus of a student in a usually-serene setting on a
hillside.

He is summoned by the grand master to explain – but instead of taking the
student to task, he unexpectedly ‘lets loose’ in a surprising way! Thousands
more balloons fill the room, leading to a joyous celebration by everyone.

“A Glass and Half Full Productions is a magical interruption and not a
traditional marketing campaign. It is big and experiential and gets consumers
to feel the brand, to talk about it and to love it” explains Mike Middleton,
Marketing Director, Kraft Foods South Africa. “When you watch the commercial
you feel nothing but immense joy, the same joy you feel when eating Cadbury
Dairy Milk chocolate.”

The commercial will be supported by a full 360 degree communication campaign
including grand in-store point of sale units, radio, web, outdoor, public
relations as well as an exciting on-pack promotion with over R500, 000 in Joy
vouchers up for grabs.

“South Africans feel a special affection for Cadbury Dairy Milk Chocolate and
the ‘Balloons’ campaign continues to build on that strong emotional connection”
says Middleton. “We look forward to taking consumers up, up and away with
another epic story of joy” concludes Middleton.